All the watches have auto brightness, which the Series 2 also has, but is not adjusted as well. You would have noticed a difference outdoors on a sunny, summer day. They won’t go to full brightness if the ambient light never brightens. (They are the same brightness at full power - 1000 nits).
The salesman perhaps should have known this.
Another possibility I thought of is that apparently true tone displays for Apple watches were not introduced until series 5. I think True Tone looks dimmer in general then pre-true tone displays. 
I didn’t even know watches had True Tone so I can’t speak to that, but my Series 9 is incredibly bright. Something must have been wrong with your demo. No way it’s not brighter than a Series 2.
Also the SE. Aren’t they both 1000 nits? So is the Series 2 for that matter. Something was different though.
Series 9 is “up to” 2000 nits, per Apple.
In that case it really is a mystery to me why looking at the three watches side-by-side in the store (Series 2 (small size), SE 2nd gen, Series 9 45 mm) the Series 2 looks obviously brighter. Just the true tone difference?
The newer watches are probably more aggressive about dimming the display whenever they can, which helps save battery life. With Series 2, S5, and now Ultra, I have never been in a situation where I could not read the watch. Autobrightness had always worked fine for me.
Well, still thinking about it…
I might skeptically get an SE 2nd gen, Series 9, or a refurbished Series 8 (if they have one) and see if the battery life really is much better than on my Series 2 over the 2 week no-questions-asked return deadline.
If the battery life is not improved then back it goes.
If it is, and if there are no other problems, I would probably keep it.
I would get the cellular version since my carrier is offering the first 4 years free (!) and then after that it’s just 385 yen/month ($2.56/month), which sounds a lot better than what it costs in the U.S.
If your watch is draining that quickly, you may have been bitten by the WatchOS bug introduced in 10.0.1. It seems that a new firmware update resolved that nasty problem. (I fixed it early by just migrating to the latest public beta, 10.2, on my Series 6.)
It certainly sounds like it could be software-related.
The Watch Series 2 is apparently 6.3. Another reason to upgrade to a newer model?
I take it back. I visited another store today and compared my Series 2 38 mm side-by-side with the SE 2 second generation 44 mm.
The SE 2 was clearly brighter, and more beautiful.
I’m considering getting it so I can compare the battery life. But I would want to get it directly from Apple so if I change my mind I can return it within the 14 day return period.
It’s quite nice though. I think the starlight color is a little easier on the eyes than silver.
I think I would get the cellular version because here in Japan with my carrier, Softbank, the first four years of cellular service for the watch is free and then after that it’s just ¥385 a month which is just $2.60 a month. I understand that’s much better than in the United States.
Definitely. With Verizon, non-phone devices (watches, tablets, etc.) cost $10/mo on top of a pre-existing mobile data plan (that services your phones).
Plus taxes – with AT&T it was close to $15!
(I used to pay for it for my mom’s phone for safety, but the one day she forgot her phone at home, she forgot that she could make calls with the watch without phone, so she didn’t use it. I canceled the watch cell plan and her new watch is non-cellular.)
If you’re wearing a headset that’s normally linked to your iPhone does it switch to link to your Watch when needed?
It will be interesting to try out the cellular features, though I don’t imagine doing many calls on my Watch.
Now (of course) I’m wondering if I should go Series 9 instead of SE 2nd generation. 
Or see if Apple is selling a refurbished Series 8.
Apple Japan does have refurbished Series 8 Watches, but they are stainless steel, so much heavier and much more expensive.
I’m trying to decide between the SE 2nd gen or Series 9. An Apple “sales support” person mentioned that the Series 9 can let you enter LINE messages with a keyboard while the SE can’t. What’s that about?
They also have a seasonal generous return policy letting you return anything until January 20th.
Decisions, decisions. I’m in “new gadget” mode. 
